Woc (Italian, b. 1995), the pseudonym of artist Flavio Rossi, translates the imagery of digital culture into spray paint and canvas. Rooted in graffiti, he studies web content, news photography and viral internet images, tracing the symbolic and aesthetic meaning they acquire as they circulate online.
Born in Turin, where he lives and works, he trained at the Accademia Albertina di Belle Arti while active in the local graffiti scene there, graduating in 2018. In 2017 the designer Virgil Abloh discovered his work on Instagram, leading to a collaboration with Off-White™ that continued until 2021, during which he created designs across several of the label's collections. He also created cover art for musicians including Mecna and Michael Sorriso, tour artwork for Myss Keta, and website illustrations for the streetwear retailer Slam Jam, alongside work for brands including Universal Music, Sony Music, Adidas and Nike. Since 2017 he has been co-founder and art director of the fashion brand Italia90.
